AQUAhydrate - Beyond the Bottle

Story

Havas Street was tasked with implementing a guerilla sampling program to introduce AQUAhydrate to new consumers in Miami, Chicago, and NYC, highlighting benefits of the alkaline and electrolyte-enhanced water. Sampling took place during the hot months of mid-July through the end of September, and focused on two styles of consumer engagement: guerilla sampling at targeted events and extended engagements with key influencer groups. Events were selected based on high attendance, location, and AQUAhydrate’s fit-focused, active demographic. Popular fitness events and gyms were selected as influencer locations to ensure the target demographic would be present. Four active, health-conscious brand ambassadors were hired as Hydration Experts in each market, where they delivered samples and key messages at events.

Tactics

  • Build brand awareness in Miami, Chicago and NYC through product education and sampling
  • Gather valuable consumer feedback on product trial, perception, and purchase locations
  • Create a program that goes “beyond the bottle” and generates touch points for consumers after receiving a sample

Results

  • Distributed samples to more than 75 percent of engaged consumers across 72 executions
  • Hydration Experts distributed 10,492 bottles, an average of 146 bottles per hour of activation
  • Generated more than 4,300 followers on Facebook by requesting consumers “Like” AQUAhydrate for a complimentary sample

Havas Street

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.321.4042
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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